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I
摘要
近年来，随着经济的发展，在社会总体消费中，大学生消费所占比重逐年提
高，将来对消费总体的影响不容忽视。校园贷款作为一个新兴事物，是“互联网+”
与金融产品相融合的一个产物。但是目前我国校园贷款市场鱼龙混杂，行业内出
现了严重侵犯大学生合法权益的违法现象。为此相关部门要求各地加大对校园网
贷业务的清理整顿，同时号召各家商业银行逐步开发适合大学生需要的金融产品，
规范金融服务秩序，提升金融服务质量
本文以市场营销学的视角，以呼和浩特市高校大学生校园贷款行为作为研究
对象，在了解当今国内外研究现状的前提下，首先对目前存在的校园贷款的市场
环境进行了分析，列举了三种具有代表性的校园贷款产品，比较了每一种产品的
概念、办理流程、优劣势等。然后对本地高校大学生校园贷款问卷调查的结果进
行分析并结合C银行内蒙古分行营业部实际情况，对大学生校园贷款的健康发展
进行了预测，发现了进入校园贷款市场的可行性。基于SWOT分析法，简要探讨了
当前C银行内蒙古分行营业部发展校园贷款业务存在的优势、劣势、机遇、威胁，
通过SWOT矩阵分析出最合适的发展策略。最后，通过STP战略分析，制定出了C
银行内蒙古分行营业部发展校园贷款产品的设计方案和营销策略，并从产品策略、
价格策略、渠道策略、促销策略四方面进行了阐释
本文结论是：大学生未来必将成为中国消费的主力军,为此需要以新的视角对
校园贷款进行研究。大力发展普惠金融业务是目前经济形势下的必然趋势，为在
校大学生提供一个规范有序、安全舒适、普惠易得的金融服务环境是国有银行应
尽的社会责任。大学生校园贷款将成为银行贷款业务的一个新的细分市场
关键词： C银行内蒙古分行营业部，校园贷款，产品设计，营销策略
II
Abstract
In recent years, as the purchasing power of urban and rural residents continues to
grow, the proportion of College Students' consumption in social consumption is
increasing, and the impact on the overall consumption of society will raise gradually in
the future. Newly emerging，campus loan is a combination of Internet+ and financial
products. Nevertheless, at present, campus loan market is chaotic, which seriously
infringe the legitimate rights and interests of students. The government department
issued the notice on the further strengthening of the campus Credit Standardization and
management, requiring the regulation of campus lending offered by Internet lending
agency. Moreover，the notice called on all commercial banks to develop financial
products that suit the needs of college students, standardize the order of financial
services and improve the quality of banking services.
From the perspective of marketing, the article focuses on the research of campus
loans of Hohhot college students. Under the premise of the current research status, the
article briefly analyzes the existing market environment for campus loans, enumerating
three typical campus loan products, subsequently, comparing the concepts, procedures,
advantages and disadvantages of each product. The author conducted a questionnaire
of campus loans of Hohhot college students. Through the analysis of the questionnaire
and in combination with the practical situation of C bank Inner Mongolia branch sales
department, we scientifically predict the sound development campus loans for college
students, finding the feasibility of entering the campus loan market. In view of the
SWOT matrix analysis method, the author briefly discusses the strengths, weaknesses,
opportunities and threats of the campus loan business carried out by the sales
department of C bank Inner Mongolia branch. Furthermore, the author discovers the
existing marketing issues and the most appropriate development strategy. Finally,
through the analysis of STP strategy, the author formulates the financial product design
plan and marketing strategy for the development of the campus loan product of C Bank
Inner Mongolia Branch sales department, and interpreting them from four aspects.
Through analysis, the following conclusions can be drawn: college students will
become the main force of Chinese consumption in the future. Therefore, we need to
III
study the campus loan by a new perspective. It is an inevitable trend in the current
economic situation to vigorously develop the inclusive financial services. It is the
social responsibility of the state-owned banks to provide a standardized and orderly,
safe, comfortable and affordable financial service environment for college students.
Campus loan will become a new market segment of bank loan business.
Key words：C Bank Inner Mongolia Branch sales department, campus loan,
product design, marketing strategy。